Prominent hotel industry figures in Tenerife have expressed serious concerns over recent remarks made by Rosa Dávila, President of the Tenerife Cabildo, towards Steve Heapy, CEO of Jet2, the main British tour operator bringing tourists to the Canary Islands.
Dávila labelled Heapy's comments as "cocky" and suggested he could happily "take his four planes to Morocco."
The controversy arose after Heapy warned that if British tourists felt unwelcome in the Canary Islands, they might choose other destinations, such as Morocco or Turkey, where they feel valued. His comments referred to protests in various Spanish destinations in 2024, including those in the Canary Islands, which raised concerns among holidaymakers.
Dávila responded by saying, "If that's the case, take your planes. What do you want me to say? We won’t tolerate arrogance. We want decent living conditions, dignified employment, and tourism that respects our island and its people."
Eduardo Solís, coordinator of the Calínico Hoteliers Study Group x Tenerife, described Dávila’s comments as "terrible," particularly given her experience and position. He, alongside José Barreiro, CEO of Coral Hotels, urged Dávila to apologise to Heapy, warning that her statements could harm Tenerife’s tourism industry.
Barreiro emphasised that Jet2 is a critical partner for Tenerife, bringing 2.4 million tourists to the Canary Islands annually, including a million to Tenerife alone. He highlighted the airline’s rapid growth and influence, warning that the vertically-structured company, where decisions are swiftly made, could respond negatively to such public criticism.
Both hoteliers stressed the importance of maintaining strong relationships with major tour operators, as tourism is vital to Tenerife's economy, contributing 37% to its direct GDP and over 70% indirectly. Solís cautioned against complacency, noting that while Jet2 may not immediately reduce its presence in Tenerife, a distancing of relations could have long-term effects.
Barreiro, who lived in England for seven years, acknowledged Dávila's capabilities and suggested her remarks were likely a result of a bad day. He advocated for a quick resolution, proposing a direct conversation between Dávila and Heapy to mend relations.
While the hotel sector is optimistic about current tourism trends, with higher spending per visitor despite shorter stays, there is a divide on whether Tenerife should limit the number of tourists. Solís suggested a more strategic approach to tourism management, while Barreiro saw potential for growth if the island's infrastructure were optimised.
